The U.S. Parents Television Council is criticizing CBS for inserting an expletive into the name of its new show, "$#*! My Dad Says."

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Starring William Shatner and based on a popular Twitter feed, the series is scheduled to air at 8:30 p.m. EDT and PDT, and 7:30 p.m. CDT and MDT, starting in the fall.

"CBS intentionally chose to insert an expletive into the actual name of a show, and, despite its claim that the word will be bleeped, it is just CBS's latest demonstration of its contempt for families and the public. There are an infinite number of alternatives that CBS could have chosen but its desire to shock and offend is crystal clear in this decision," PTC President Tim Winter said in a statement Thursday.

"I ask the defenders of indecency on the public airwaves: How does the V-chip block this one?" Winter added. "Where does this figure into the absurd defense of 'fleeting' profanity? The title of this show is the opposite of fleeting -- it is bold, shameless, and in-your-face. ... The PTC will not stand silent and allow this program title to become the new accepted norm."

Winter said the group plans to wage an "unrelenting campaign against every network advertiser that chooses to support this program."